How to measure CRM adoption (and what to do if it’s low)

8 key metrics to measure CRM adoption

Every business is unique, but the CRM adoption metrics below offer useful insights. They show whether your team is using the CRM effectively.

1. User recent history

• What it shows: Basic engagement
• How to measure: Track recent event history daily, weekly, or monthly. View this in charts by user or by Team.

2. Feature usage

• What it shows: Depth of usage
• How to measure: Monitor key features such as contact creation, opportunity tracking, task/calendar usage, and reporting/dashboard views. If features aren’t being used, users may not know their full potential.

3. Data entry quality

• What it shows: Accuracy and completeness
• How to measure: Evaluate the percentage of records with completed fields, identify duplicate or outdated records, and check activity logs for consistent updates. Use mandatory fields to increase quality.

4. Pipeline and forecast accuracy

• What it shows: Trust and commitment to the CRM system
• How to measure: Compare CRM pipeline and forecast reports to actual sales results. Accurate pipelines suggest users are actively managing deals. Ensure reports and dashboards are used in daily, weekly and monthly meetings across your teams.

5. Time to value

• What it shows: Efficiency gains
• How to measure: Compare how long it takes users to complete tasks before and after implementing your CRM system. Ideally, tasks should be noticeably quicker post-adoption. Automate your workflow where possible.

6. User satisfaction

• What it shows: Perceived value of the CRM
• How to measure: Conduct surveys, interviews, or use Net Promoter Score (NPS) to gauge user sentiment. Low satisfaction scores indicate a need for better training or system adjustments to make it more user-friendly.

7. Adoption by role

• What it shows: Departmental engagement
• How to measure: Analyse usage rates for key departments, such as sales, marketing, and support, to ensure balanced adoption across the organisation. Value metrics and dashboards to show team KPI’s and targets.

8. CRM-driven outcomes

How to measure: Assess metrics like increased sales conversion rates, shorter sales cycles, and improved customer retention. These outcomes ultimately indicate the value derived from your CRM.

What it shows: The business impact of CRM usage

What good CRM adoption looks like

High user adoption rates go beyond simple CRM activity review. Meaningful CRM adoption means your team isn’t just using the system but using it effectively to drive business value. Here’s what success looks like:

Adoption is not just about activity; it’s about aligned usage that contributes to organisational goals.

What to do if CRM adoption is low

Struggling with low adoption? Don’t worry; it’s a common challenge and one you can solve systematically. Follow these three simple steps to get your CRM back on track.

Step 1: Identify the blockers

Before jumping to solutions, gather user feedback and analyse why team members aren’t using the CRM. Common barriers include:

• Frustrating user experience: Is the CRM too complicated, with workflows that aren’t user-friendly?
• Misaligned processes: Does the CRM reflect your team’s daily activities and goals?
• Low leadership buy-in: Are managers failing to use or promote CRM data during meetings or processes?
• Poor initial setup: Are there duplicate records, invalid data, or unnecessary fields that make the tool cumbersome?

Conduct surveys or host a team feedback session to gather input directly from users.

Step 2: Take action

Once you’ve identified the reasons for low adoption, act quickly to eliminate blockers. Examples include:

• Simplify CRM interfaces: Reduce unnecessary fields and create custom views for each team.
• Automate repetitive tasks: Build workflows that minimise manual effort—for example, automate task creation when opportunities are updated.
• Provide targeted training: Cater CRM training sessions to specific roles and offer ongoing resources, such as how-to guides or webinars.
• Set role-specific dashboards: Showcase relevant data for sales teams, marketing teams, or support teams.

Step 3: Reinforce and reward

Adoption improvement doesn’t stop after initial fixes. Sustained engagement requires consistent reinforcement:

• Tie CRM usage to performance reviews or bonuses to show that it directly impacts job success
• Showcase wins: Highlight real-life CRM success stories during team meetings to build enthusiasm and trust
• Celebrate power users: Recognise individuals or departments excelling in CRM adoption with rewards or incentives

How to sustain CRM success

Strong adoption comes from treating CRM as the hub of your business. Ensure it integrates with other essential tools, like Power BI, DocuSign, and email platforms, so users rely on it daily.

Additionally, create a cross-departmental working group to oversee ongoing CRM improvements. This group should include representatives from all major teams to regularly identify issues, provide feedback, and adapt as needed.

Final thoughts

Measuring and improving CRM adoption is an ongoing process, not a one-time task. Higher adoption rates drive efficiency, better decision-making, and measurable business outcomes.

If low adoption sounds all too familiar, it’s time to act.

👉 Read the full guide on CRM user adoption to learn how to build engagement, simplify implementation, and get your team excited about using your CRM again.